Challenger Brand videos.


What is a Challenger Brand?
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How does a Challenger Brand market differently from a leading brand? Watch video »


How do you know if you're a Challenger Brand?
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How do you make Challenger Brands famous?
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We are Challenger Brand experts.

Gumas is the champion of the Challenger Brand. In fact, we even wrote the book on the subject.

Challenger Brand Marketing® is not like traditional marketing. If you implement traditional marketing strategies and do not have the financial resources to sustain those programs at the same level as your larger competitors, your marketing efforts will probably fall short.

We help Challenger Brands effectively compete by first discovering and communicating their TRUE™ (Targeted Research Uncovers Evidence) point of differentiation, so you can effectively compete, and win, against any and all competitors. We call it “making you famous for something.”

A full service advertising agency.

As a full service branding, advertising and interactive agency, we think of successful marketing as a smooth-running machine, with all its components working together in harmony to maximize results and return on investment.

Gumas offers a full complement of strategic, creative, interactive and media services all under one roof in our San Francisco office. Our goal is simple… to help you build your company! Let's get started.


I cannot tell you how much I appreciate the Gumas team's responsiveness, creativity, and partnership. Having such a powerful ally has not only made my job easier but it has definitely made our sales and marketing efforts much stronger! Thank you for all you do everyday.–Karen Vinton, Director of Marketing, The Amerit Family of Companies

Gumas are real pros when it comes to marketing. They have a knack for keeping things simple. For Gumas, it’s all about the results.–Mario Alioto, SVP, Director of Marketing, SF Giants

Gumas is amazing to work with. They quickly recognized the issues and have implemented new strategies to help us surpass our objectives. They constantly go the extra mile for us to make sure everything is done successfully.–Judy Hoffman, V.P., Director of Marketing, SanDisk

I can’t imagine where we would be today without Gumas. They listened to our needs and single-handedly transformed our company from a so-so performer into a superstar performer using their Challenger Brand strategies. They acted like the success of our company was their success and always went beyond all of our expectations.–Peter Becker, President, Critical Logic

Gumas are world class marketers - one of the leading innovators in the industry. Gumas consistently delivers breakthrough results for their clients by keeping the work collaborative, fun, leading edge and true to the strategy.–Leslie Milloy, VP, Director of Marketing, SF Chamber of Commerce

Gumas [provides] practical strategies that will make an immediate impact on your organization. I trust them.–Art Agnos, Former Mayor, SF, CA

Universities highly value wisdom and sage advice, and Gumas has shared generously with us over the years.–Robert Corrigan, President, San Francisco State University

If you’re Google, Disney or Coke, don’t bother with Gumas. For everyone else, Gumas is pragmatic, results-driven and prepare brands to take on and conquer any competitor.–Drew McLellan, President, McClellan Marketing Group, Des Moines, IA